초콜릿 소비자의 갈망, 죄책감, 효용적 태도가구매 목적과 구매 의도에 미치는 영향

The purpose of this study is to analyze the relationships between purchasing purpose, gender, and purchasing intent based on the empirical analysis of chocolate attitude of customers who purchase chocolate. The research hypothesis was established based on the content derived through Attitudes to Chocolate Questionnaire(ACQ). For the analysis, both a t-test and a multiple regression analysis based on gender and purchasing purpose were conducted on 300 customers who had purchased chocolate at two chocolate shops. The main results are as follows. First, as a result of verifying the difference of attitude toward chocolate according to gender, it was proven that while women were found to have a higher craving than men, guilt and functional attitude were not dependent on gender. Second, in regards to purchasing purpose, attitude toward craving was observed as being higher when purchasing chocolate as a self-gift. Third, the craving and functional attitudes had a positive influence, and guilt had a negative impact on purchasing intent when studying the relationship between the craving, guilt, and functional attitude of chocolate consumers. These results help to identify the main consumer's belief in the growth of small-luxury consumption trends of women in their twenties, as well as women who patronize high-end dessert cafes. These women are particularly likely to become so-called “Chocoholic” due to the addictive craving for sweet chocolates, which may contribute to predicting future behavior of consumers.